Product Marketing & Go-to-Market Strategy

Product Marketing & Go-to-Market Strategy

Product Marketing is the architect of Go-To-Market strategy, shaping the messaging, defining the audience, and choosing the right channels. A strong GTM strategy starts with a strong PMM strategy.

Clear, differentiated messaging and positioning, and a compelling narrative are key to attracting the right customers. This is particularly crucial for start-ups and emerging businesses with little to no brand recognition.

For clients like Neuron7.ai, Cinch, and Sapling, and products like Work.com and NFT Cloud, I developed compelling messaging and positioning and built narratives and first call decks by first conducting customer interviews to identify key customer pain points and associated product benefits. I then use a messaging and positioning framework to align customer pains to product features, and create messaging and positioning statements that highlight differentiated product benefits to stand out from the competition. Once it’s tested with customers, this then turns into a concise pitch deck and narrative for sales teams to use to sell with confidence and close deals faster.

Narrative and Messaging Development

After years of tiptoeing around the Employee Experience and HR Tech market, Salesforce Product leadership decided to enter the market with new products. This crowded yet diverse market had strong incumbents and required a thoughtful market entry strategy

I led a team of Product Marketers to support our Product Management teams through:

  • Competitive intelligence and market research

  • Buyer focus groups to understand product gaps, buyer behavior, and purchase intent

  • Messaging and positioning research and development to identify a differentiating message in the market

  • Awareness campaign development to support product launch with a paid and organic awareness strategy

  • Analyst inquiries enabling deeper understanding of the analyst community’s position on the market

New Market Entry

22.4M

Total commercial impressions

13K

AEs enabled

70+

Featured Articles

Product Launch Strategy

Salesforce needed to build credibility in the market with its product innovation. But 600+ PMMs across 20+ teams supporting 100+ products and features meant we lacked a cohesive view of product launches across the company, leading to premature launches that failed to garner press attention and didn’t give sales teams enough of the right information to support customers.

The Challenge

I led a team to create a launch strategy that provides visibility into innovation launches, allows teams to ladder launches up to bigger corporate narratives, and creates accountability among PMMs to only launch products when they’re ready, ensuring sales preparedness and customer satisfaction.

We built a standardized Launch Brief and criteria and instituted a cadence for regular product GM and CMO feedback to enhance visibility for upcoming launches across PMM and PM teams. This ensured alignment with corporate strategy across Keynotes, Earnings Calls, and Press & Investor events, and increased media coverage by bundling feature launches for a stronger, more compelling narrative.

The Solution

This scaled, streamlined strategy helped us build bigger, more impactful stories that garnered press attention across Tier 1 publications; allowed sales teams to get the enablement and support they needed to engage with customers; and ensured consistency in messaging and launch readiness across all Marketing and Product teams

The Results

Teams Impacted and Aligned:

  • Product Marketing

  • Product Management

  • Communications/PR

  • Content, Social, Campaigns

  • Corporate Marketing & Events

  • Sales Enablement

Templates and Assets Created:

  • Standardized Launch Brief

  • Launch Bill of Materials

  • PR Intake Brief

  • Naming Approval Process

…What else?

Additional projects and areas of expertise

  • Build full-funnel and full-lifecycle marketing plans across channels, from roadmap ideation to post-GA sales support

  • Lead all marketing efforts including messaging and positioning, pricing and packaging, and enablement by working with stakeholders to evaluate competitors in market, conduct extensive buyer and customer research, and generate executive buy-in and feedback, creating a robust, metrics-driven GTM plan from announcement to release to post-GA sales support.

  • Defined and owned overall SMB strategy across events, PR, content, web that aligns with cross-cloud SMB priorities and promotes overall SMB awareness

  • Created, maintained, and enforced naming guidelines for all products and features. Managed large-scale repackaging and pricing initiatives.

Learn More